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Crafting the Customer Journey of Craft Beer - RDI Speaker Series

Throughout the country, craft beer sales have been booming, and the increasing popularity has resulted in a tight competition between breweries—especially in San Diego. With a whopping total of 129 craft breweries, San Diego has quickly become a frontrunner in the competition to be declared America’s craft beer capital.

Meet Rough Draft Brewing Company: Upon officially opening in Mira Mesa in 2012, Rough Draft has upheld its commitment to brewing superior beer that caters to its customers’ preferences. After obtaining several gold medals from the San Diego Beer Festival, it’s pretty safe to say Rough Draft has good-tasting beer covered. However, a successful craft brewery is not solely reliant on good products—it must also continually work toward incorporating a wide array of tactical marketing efforts. This is where the Red Door Speaker Series attendees will jump in: strategizing a way to help their sample client to break through the craft brewery clutter.

The workshop: On October 18, Red Door subject matter experts and other San Diego marketing gurus will gather to develop a dynamic brand story for Rough Draft Brewing Company. In a hands-on workshop-style setting, attendees will analyze all five levels of the sales funnel to effectively market the Rough Draft Brewing Company brand to potential consumers.



It will be important to pay equal and careful attention to consumer awareness, consideration, conversion, loyalty, and advocacy, as each stage of the funnel is crucial to the success of Rough Draft’s brand. And to make the system even more complicated, marketers have a growing number of unique channels to sell from. In today’s increasingly complex digital world, you don’t want to miss the creative strategies that will come out of this workshop—so bring your big sales ideas, and let's get to work!

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